4 Watkins brothers continue styling as a family tradition

by Dolores Tropiano - Nov. 18, 2010 12:00 AMSpecial for The ABG

A Phoenix family with four boys is following in the footsteps of the famous Mascolos, who founded Toni & Guy Salons (Bruno, Anthony, Toni and Guy Mascolo all took after their father and became hairstylists in what is now an international company based in London).

Gerry Watkins and his sons are all working at the family's Toni & Guy location at Scottsdale Fashion Square, where everyone, including the mother, Shafer, works.

"It's a mother's dream to have her husband and sons all working together," Shafer said.

The Watkinses live in north-central Phoenix. The boys range in age from 16 to 30. The youngest, Dominique, enrolled in a Valley beauty academy in September.

Fortunately, each one is gifted in a different aspect of hairdressing, but the artistic element of the industry seems to be the common strand that sparks all of their interest.

Aaron, 30, is the oldest brother and chief photographer for the company. He travels throughout Europe to shoot shows and train for the latest hair collections.

"It's great working with my brothers," said Aaron, who wears his hair in short dreadlocks. "I think every one of them is going to find his niche in the business."

Caleb, 22, is a creative hairstylist at the salon.

"I like coming up with something new and fresh, something that no one else has ever seen," said Caleb, who wears rings and bracelets and sports naturally textured hair.

He and his brothers like to have fun and let their hair down while working. They have been known to trip one another while they are walking by in the salon, something a stylist could do only with a sibling.

Adam, 20, attended Phoenix Christian High School (like his brothers), where he played football and basketball. Adam was class president and graduated with honors. He's taking college courses while working.

"I came to join the family and have a career," said Adam, whose hair is styled in long dreadlocks. "I want to get into other businesses, but I thought 'Why not start with the family business?' "

The boys all grew up around the hair industry. Their father, Gerry, owned the former Regent Street Salon in Scottsdale for several years. He purchased the first Toni & Guy location with his partner, Sabio Viloria, in 1995 and added subsequent stores over the years. They own five stores in Maricopa County. Gerry taught each boy to cut hair when they were 13.

Gerry started cutting hair at 12 while living in the projects in Dayton, Ohio.

"I was a bootlegger barber," he said. "Other kids cut grass, I cut hair. That was my childhood hustle."

He marvels at the mix of talents his boys bring to the business.

"Aaron is strongest on the artist side with his photography," he said. "He is our artistic director.

"Caleb is the assistant manager at the salon. He is a natural coach and a deep thinker. Adam is an intuitive thinker, and Dominique is probably my most artistic son."

Gerry is thrilled that, like the Mascolos, his sons have gravitated toward the hair industry.

"Oh, I love it," he said. "When I got in the business and heard about the Mascolo brothers I thought, 'Wouldn't it be wonderful if someday my boys did the same thing?' And now here they are."